Humans of Growth: Stories & Strategies Behind Business Growth & Business Development
Claim This Podcastby Aly Hathcock
Podcast Overview
<p>Behind every business & its growth is a human in the trenches. On Humans of Growth, host Aly Hathcock interviews CEOs, CMOs, and marketing executives driving business development, demand generation, and brand strategy. These aren’t surface-level chats about lead funnels and KPIs. They’re raw, insightful conversations that reveal how real leaders build marketing engines, scale revenue, and create lasting customer relationships.</p> <p>Expect candid stories about leadership, growth marketing, sales enablement, brand positioning, content strategy, customer acquisition, and everything in between. From scrappy startups to enterprise marketing teams, we explore the playbooks, mindsets, and human decisions behind business growth.</p> <p>If you care about branding & positioning, marketing strategy, sales & customer retention, or the future of growth, this is your podcast.</p>
Language
🇺🇲
Publishing Since
10/2/2025
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Recent Episodes
June 25, 2026
Pet Influencer Partnerships: A Marketing Crash Course
Pet influencers are adorable but not always profitable. A lot of brands see a cute dog with a big following and assume they’ve found the perfect influencer. But just like with humans, follower count is one of the least useful numbers on its own. The real value comes from audience demographics, engagement, platform fit, usage rights, content quality, and the person behind the pet. In this episode of Humans of Growth, I sit down with Colleen, founder of Pets on Q, to break down what brands need to understand before hiring pet influencers, animal talent, or UGC creators. In this episode, we cover: ✔ Why follower count is not enough when choosing pet influencers ✔ How audience demographics can make or break an influencer marketing campaign ✔ The difference between pet influencers, animal talent, and UGC creators ✔ Why pet accounts often drive brand awareness more than direct sales ✔ How usage rights, exclusivity, and platform choice affect influencer pricing ✔ Why Instagram, TikTok, YouTube, and Facebook all carry different value in creator partnerships ✔ What brands should evaluate before spending money on pet influencer marketing ✔ Why the human behind the pet often matters more than the pet itself ✔ How trainers, vets, groomers, and working-animal owners are changing pet marketing ✔ Where AI-generated creators fit, and why pet content is harder to fake convincingly If you’re a brand, marketer, or business owner trying to understand influencer strategy, social media marketing, UGC, creator partnerships, or how to work with pet influencers without wasting your budget, this conversation will help you see what actually makes a campaign work in the pet space. ______________________RESOURCES:Get help finding the right marketing partner. Learn more about Pets on Q.
June 18, 2026
Personal Branding & Founder-Led Marketing in an AI Trust Recession
Most founders are wrong about personal branding.They think it’s about ego, selfies, and posting your life story online. But according to Rachel Gogos, CEO of The Brand ID, your personal brand is not about being louder. It’s about making your business feel more human, more trustworthy, and more real.In this episode of Humans of Growth, Aly Hathcock sits down with Rachel Gogos to talk about the role of personal branding in modern business growth, why every company brand starts with the founder, and how leaders can build trust without turning themselves into full-time influencers.Rachel breaks down why founder branding matters even when the founder is not the public face of the company, how AI marketing is making authenticity more valuable, and why businesses need to move away from faceless, generic content. They also discuss the difference between being personal and being too personal, how to make your ideal customer feel seen, and why your website should feel less like a brochure and more like a real-life experience with your business.This conversation also digs into brand strategy, content marketing, website copy, customer pain points, and the importance of creating a consistent customer experience across every touchpoint — from your social media content to your sales calls to your website.If you’re a founder, CEO, marketer, or business owner who wants people to trust your company before they ever get on a call, this episode is for you.In this episode, we cover:✔ Why personal branding is not about ego✔ How founder values shape company branding✔ Why faceless marketing is losing power✔ How AI is changing authenticity in marketing✔ What CEOs misunderstand about branding✔ How to balance professionalism with personality✔ Why your website should focus on the customer, not just the company✔ How to make your ideal audience feel seen✔ Why branding is more than fonts, colors, and logos✔ The underrated power of in-person connectionIf you've been thinking about building a personal brand and not just a company, this episode is for you.______________________RESOURCES:Get help finding the right marketing partner. Learn more about The Brand ID here.
June 11, 2026
The ROAS Trap: Why Better Numbers Don’t Always Mean Better Growth
Your best-looking marketing campaign might be the one quietly killing your growth.Most businesses look at ROAS, cost per lead, and in-platform ad reports and assume they know what’s working. But those dashboards are often rewarding the easiest conversions, repeat buyers, retargeting, brand search, while the campaigns actually creating new demand get ignored or killed too soon.And that’s how companies end up recycling the same customers instead of growing.In this episode of Humans of Growth, I sit down with Scott Desgrosseilliers, founder of WickedReports.com, to break down why most businesses are using the wrong scoreboard for marketing attribution, and how to figure out which campaigns are actually driving revenue growth, new customer acquisition, and long-term customer lifetime value.Scott walks through part of his Five Forces Framework for measuring marketing performance, why in-platform ROAS can mislead business owners and agencies, how to think about top-of-funnel marketing, and why the cheapest customer is not always the most profitable customer.In this episode, we cover:✔ Why most businesses are measuring marketing attribution with the wrong scoreboard✔ The problem with in-platform ROAS, and why Meta, Google, and Amazon often take too much credit✔ Why new customer acquisition needs to be measured differently than repeat purchases or retargeting✔ How cheap customers can quietly hurt customer lifetime value and long-term profit✔ Why the first product someone buys can determine whether they become a high-value customer✔ The difference between first-click attribution, last-click attribution, and multi-channel attribution✔ Why top-of-funnel marketing gets under-credited, and why killing it too early can stall growth✔ The “scale, chill, kill” framework for deciding when to increase, maintain, or cut ad spend✔ How AI can help analyze marketing data, and where it still needs human guardrails✔ Why brand search may be one of the most overrated marketing channels right nowIf you’re a founder, CEO, CMO, agency owner, or marketing leader trying to figure out why your ads look good on paper but revenue still feels stuck, this conversation will reset how you think about marketing measurement. ______________________RESOURCES:Get help finding the right marketing partner. Learn more about WickedReports here.
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- What is Humans of Growth: Stories & Strategies Behind Business Growth & Business Development?
<p>Behind every business & its growth is a human in the trenches. On Humans of Growth, host Aly Hathcock interviews CEOs, CMOs, and marketing executives driving business development, demand generation, and brand strategy. These aren’t surface-level chats about lead funnels and KPIs. They’re raw, insightful conversations that reveal how real leaders build marketing engines, scale revenue, and create lasting customer relationships.</p> <p>Expect candid stories about leadership, growth marketing, sales enablement, brand positioning, content strategy, customer acquisition, and everything in between. From scrappy startups to enterprise marketing teams, we explore the playbooks, mindsets, and human decisions behind business growth.</p> <p>If you care about branding & positioning, marketing strategy, sales & customer retention, or the future of growth, this is your podcast.</p> - How often does this podcast release new episodes?
This podcast updates daily.
- Where can I listen to this podcast?
This podcast is available on 4 platforms including Apple Podcasts, Spotify, and more. You can also use the RSS feed directly.
- Does this podcast accept guests?
Yes, this podcast regularly features guests.
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